Gen Zers overindex on every platform we track, particularly social platforms

• Gen Z adults spend more than double the amount of time on TikTok, Instagram, and Snapchat compared with the general population. TikTok leads among Gen Z adults ages 18 to 24, at an average of 57 minutes a day, more than triple the total population’s average of 18 minutes.

• There will be more Gen Zers on Instagram than on TikTok by 2028. In 2024 versus 2028, we expect Gen Z Instagram users to jump from 50.1 million to 59.3 million, while TikTok experiences a plateau from 49.2 million to 51.6 million. This increase in Instagram usage is likely fueled by the popularity of its direct messaging function, which is easier to use than TikTok’s and helps bypass the incompatibility between iPhones and Androids.
• Gen Zers make up more than half of Snapchat users. They comprise 52.3% of Snapchat’s platform. Snapchat is most popular among Gen Z adults (81.3%) versus Gen Z teens (65.4%).

Read the full report, US Digital Habits by Generation 2024.